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Travel in India rism & Irfan and Yadav, J Tourism Hospit 2016, 5:2 ou H f T o o s DOI: 10.4172/2167-0269.1000203 l p a i t n a r l i u t y o J Journal of Tourism & Hospitality ISSN:ISSN: 2167-0269 Research Article Article OpenOpen Access Access ‘Travel in India’: International Advertising Programme for Promoting Multi-Dimensional Tourism in India Irfan M1* and Yadav AK2 1Department of Business Administration, DDU Gorakhpur University, Gorakhpur, Uttar Pradesh, India 2Department of Commerce, DDU Gorakhpur University, Gorakhpur, Uttar Pradesh, India Abstract Tourism activities is considered as one of the major sources of economic growth, at International level it is one of the fastest growing industries, accounting for more than 10% of total international trade and almost half of total trade in services, and can be considered as one of the world’s largest export earners (WTO, 2010). It regarded as a medium of employment generation Tourism reduces the trade deficit by generating the foreign exchange earnings from foreign tourist arrivals FTAs. It sometimes finances the import of capital goods necessary for the growth of manufacturing sectors in the economy. In many countries, foreign currency receipts from tourism exceeded currency receipts from all other sectors together. Over the past decades, the importance of the tourism sector for the economy has been steadily increasing. At International level it is recognized as a major contributor for long-run economic growth. It plays an important role in spurring investments in infrastructure and stimulates other industries by direct, indirect and induced effects. Tourism in India has shown a phenomenal growth in the past decade. But the growth was not so uniform since the promotional campaigns (Incredible India’ and ‘Atithi Devo Bhava’) focuses on tourism for holiday, recreation and leisure only hence tourism in India has confined its scope to these only but as the time is changing the tourism has evolved itself as a multi dimensional activity. In India tourism has much to offer to travellers and tourists than offering tourism for holiday and recreation only viz. 1. Medical Tourism: Medical Services in India are quiet cheaper in comparison to the developed nations, so we can take the advantage of this to promote medical tourism in order to attract more FTAs. 2. Business Tourism: As India is the fastest growing economy in the world, we can attract more people to do business here in this way promote business tourism which would result more FTAs. 3. Educational Tourism: Indian education system is known for its quality, many doctors, engineers and other professionals who have been educated in India are serving the world and have proved their worthiness. In this way by focusing on our quality education system we should promote educational tourism and attract more students of foreign nationals and consequently increasing the FTAs. Prime Minister Narendra Modi on 25 September 2014 launched the ‘Make in India’ campaign at Vigyan Bhavan in New Delhi. PM Modi has targeted 25 sectors for ‘Make in India’ programme. Among them hospitality and tourism are also included. Through, ‘Make in India’ the infrastructure a key driver of the economy highly responsible for propelling countries overall development. Would ensure time-bound creation of world class infrastructure in the country. This sector includes power, bridges, dams, roads and urban infrastructure development etc. Infrastructure of the country would be improved. There would be no dearth of accessing basic amenities, which will ultimately improve the quality of life in India. If investment in hospitality and tourism sector is made then the fertility of this investment will be proved only if we could succeed to attract more foreign tourist arrivals (FTAs) towards India. Taking the advantage of changing scenario of improvement in infrastructure and other basic amenities, we need to revitalize the promotional campaigning for promoting tourism as a multi dimensional activity Keeping in mind the above things the concept of “Travel in India” International Advertising Programme for promoting multi dimensional tourism in India is given in order to increase India’s global share in tourism by attracting more FTAs. Keywords: Tourism; Tourist spots; Medical tourism; Eco tourism; Rural tourism; Cruise tourism *Corresponding author: Irfan M, Research Scholar, Department of Business Administration, DDU Gorakhpur University, Gorakhpur, Uttar Pradesh, India, Tel: Introduction 09369022036; E-mail: [email protected] Tourism in India Received February 01, 2016; Accepted March 10, 2016; Published March 18, 2016 Citation: Irfan M, Yadav AK (2016) ‘Travel in India’: International Advertising India’s rich cultural, historical and geographical diversity create its Programme for Promoting Multi-Dimensional Tourism in India. J Tourism Hospit 5: international tourism appeal large and diverse. India presents cultural, 203. doi:10.4172/2167-0269.1000203 heritage and festive tourism, having potentiality in other sectors, viz., Copyright: © 2016 Irfan M, et al. This is an open-access article distributed under the medical tourism, business tourism, educational tourism and sports terms of the Creative Commons Attribution License, which permits unrestricted use, tourism. The tourism industry in India is economically important distribution, and reproduction in any medium, provided the original author and source are credited. J Tourism Hospit ISSN: 2167-0269 JTH, an open access journal Volume 5 • Issue 2 • 1000203 Citation: Irfan M, Yadav AK (2016) ‘Travel in India’: International Advertising Programme for Promoting Multi-Dimensional Tourism in India. J Tourism Hospit 5: 203. doi:10.4172/2167-0269.1000203 Page 2 of 8 and it is growing rapidly. Since the last few years, India is becoming as (foreign tourist arrivals). In 2012 the Domestic tourist visits to all states one of the most sought-after tourist destinations globally, as a result, and Union Territories numbered 1,036.35 million, an increase of 16.5% offering a major boost up to the tourism of India and the revenue of the from 2011. The countries from where the FTAs are higher are the US travel industry is also growing. (16%) and the UK (12.6%). Maharashtra, Tamil Nadu and Delhi were the most popular states for foreign tourists in 2011. Domestic tourists At the International level, India is well-known for its rich culture most frequently visited the states Andhra Pradesh, Uttar Pradesh, and and tradition. Touring in India is a remarkable choice, which can make Tamil Nadu. During the year 2011 Chennai, Delhi, Mumbai and Agra vacation memorable, inspirational and exciting. The vibrant colors have been the top four most visited cities of India by foreign tourists. of India that are a blend of modernity with tradition are going to be Globally, Chennai is ranked 41 by the number of foreign tourists, while enthralling. One can discover the busy cities, get a sneak-peak into its Delhi is ranked at 50; Mumbai is ranked at 57 and Agra is ranked at 65 rugged rural life, miracle at the divine enlightenment being offered and and Kolkata is ranked at 99. do much more. According to travel and tourism competitiveness report 2013, out With heterogeneity in its ethnicity and landscapes, a variety of of 144 countries India was ranked at 65th position. The report ranks the sumptuous cuisine and a rich historical past a trip to India becomes Indian tourism sector’s price competitiveness out of 144 countries at 20th a interesting cultural experience for any tourist who offers a treat to position. It states that India has pretty good air transport (ranked 39th), the sanity. One can explore the India history by visiting its palaces predominantly given the country’s stage of development, and sound and forts, discover the attractions of the renowned cities, trip the Goa ground transport infrastructure (ranked 42nd). Instead some other beaches, Kerala’s backwaters, hilly areas of Himachal Pradesh and important parts of its tourism infrastructure remain somewhat less East, interrelate with the wildlife in their natural surroundings, enjoy developed. The country has very less hotel rooms per capita by global the fairs and festivals, partaking in adventure activities, get a divine comparison and low ATM density. The World Tourism Organization experience, catch the nightlife or more. Few of the most well-known (WTO) has reported that India’s tourism receipts during 2012 ranked destinations spread all around the landscape of India include names 16th in the world and 7th among the Asian and Pacific countries. like Agra, Jaipur, Delhi, Mumbai, Gujarat, Kerala, Goa, Manali, Shimla, Darjeeling, and more. Tourist spots at neighboring countries, includes The sector is expected to grow at an average annual growth rate Maldives, Tibet, Mansarovar and Nepal. of 7.9% from 2013-2023. This will secure third rank for India among the countries with the fastest rising tourism industries over the next The Ministry of Tourism (Govt. of India) designs the national decade. policies for the development and promotion of tourism in India. In this process the Ministry consults and work together with other stakeholders Literature Retrospection in the sector including various Central agencies/Ministries, Union Territories, state governments, and the representatives of the private Tourism is one of the most important economic activities for sectors. Intensive efforts are being made to encourage new forms of many countries and regions around the word, particularly in those tourism like medical tourism, eco tourism, rural tourism, cruise tourism countries and regions characterized by a strong economic dependence etc. The Ministry also maintained the Incredible India campaign. on tourism. Knowing the true dynamics of tourism demand is of crucial importance to managers of diverse business to adopt adequate Travel and tourism sector has the large share of service industry in entrepreneurial policies and strategies and for policymakers to plan India which ultimately is the largest constituent of the Indian GDP. It required tourism infrastructures, formulate appropriate strategies provides medical, cultural, heritage, sports and business tourism.
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